Ukranian Armed Forces ad

The video is a 1-minute social commercial/social announcement created for the Armed Forces of Ukraine. It features various soldiers in active combat zones or military settings looking into the camera. Instead of stating their military ranks, each soldier introduces themselves by their civilian identity in Ukraine. In early 2014, following the Revolution of Dignity (Euromaidan), Russia annexed Crimea and instigated a war in eastern Ukraine (the Donbas region). Ukraine’s military at the time was underfunded and caught unprepared. Because the regular army was struggling, thousands of ordinary Ukrainian citizens- teachers, IT specialists, students, and fathers- volunteered to go to the front lines. This ad was designed to shift the public perception of the military.